Jonathan Taylor Thomas photographed in Culver City, California, on April 18, 1997 for his advertisement for ‘Got Milk?’
April 18, 1997
Culver City, California.
The original idea for the Jonathan Taylor Thomas photo was to have him sitting in front of a makeup mirror.
After kicking the idea around a bit, we decided that what we really wanted was to downplay Jonathan’s role on television’s Home Improvement and promote J.T.T. as a teenage heartthrob.
We came up with the garage concept. There wasn’t one woman on the set that day that didn’t think he looked cute.
Guess it worked.
Text sourced from “The Milk Mustache Book: A Behind-The-Scenes Look At America’s Favorite Advertising Campaign” By Jay Schulberg. 1999 Ballantine Books.
Advertisement transcript: “Sure I’m young. But I know a lot about girls. Stuff they don’t even know. Like, 8 out of 10 don’t get enough calcium. Big mistake, but easy to fix. Just get at least 3 glasses of milk a day. It has lots of calcium to help bones grow strong. Of course, milk helps me too. I look older with a mustache.”
During his appearance on The Rosie O’Donnell Show’s Season 2, Episode 26, in 1997, Jonathan explains what that infamous milk mustache is made of:
“It’s a bunch of different things. Its got yogurt, ice cream, milk, glue. Its got everything in there so it stays on your lips during the shoot.”
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